Mulberry is a British luxury brand founded in Somerset in 1971.
From a strong UK following, Mulberry's strategy is to grow as a global luxury lifestyle brand, focusing on product innovation and superior customer experience.
Luxury leather accessories focus, British manufacturing, made to last and complemented by a comprehensive lifestyle range including soft accessories, footwear, luggage, ready- to-wear, jewellery and eyewear.
Innovative fashion, with design team led by Creative Director Johnny Coca.
Largest manufacturer of luxury leather goods in UK, two Somerset factories produce 50% of bags; class-leading quality representing best value for price in the sector.
Over 120 owned and partner stores across 25 countries, strong international digital network and integrated omni- channel offer; best in class aftercare and lifetime service.
22% of revenue, nine currencies, five languages, ships to 190+ countries with strategic digital partnerships in key markets.
c. 1,500 employees globally, 1 head office (London), 2 factories (Somerset), 5 international offices (Paris, New York, Hong Kong, Tokyo, Seoul)
The Board’s long term objective is to grow Mulberry as a global luxury brand, offering unique and desirable product at the best value for price; creating shareholder value. The Group considers that revenue growth is the key performance indicator with which this goal can be measured.
Customer-led strategy centred on innovation and craftsmanship, with leather accessories the core commercial focus.
New bestsellers established and iconic ranges revitalised under creative direction of Johnny Coca (joined 2015).
Complementary lifestyle categories, including men's, shoes, ready-to-wear, soft accessories and jewellery, have been further developed and enhanced.
Direct to customer business with approximately 90% of sales from Mulberry channels (Retail and franchise partner stores, mulberry.com and digital concessions)
Business partnerships established in high potential Asia markets (China, Hong Kong, Japan, Korea).
New store concept introduced in Regent Street store during summer 2018 with global rollout commenced during 2019.
Marketing & Brand
Integrated approach to communication across both new and traditional forms.
Majority of marketing investment allocated to Digital.
Programme of customer events to launch seasonal collections providing an instantly shoppable, real-time experience.
New Mulberry store concept features design elements that represent the brand’s distinctive British heritage and introduces advanced technology features to enhance the in store customer experience
Commitment to “Made in England” strategy, with continued investment and development of the two UK factories in Somerset which manufacture approximately 50% of bags.
Agile supply chain from UK manufacturing enabling faster reactivity and reduced lead times.
Specialist Artisan studio within each factory showcases the Group’s distinctive British craftmanship on special and limited edition products.
Somerset based customer services.
Digital & Omni-Channel
Penetration of Digital sales on total brand sales approximately 20% through consistent investment in platform.
Digital concessions with strategic partners have been introduced including JD.com, Secoo, Vip.com and Tmall.
Founded in Somerset, England.
First stores open in London and Paris.
First factory opens in Somerset (The Rookery).
Mulberry Group plc listed on AIM.
Godfrey Davis appointed as CEO.
Bestselling Bayswater bag launched.
Award winning Apprenticeship programme introduced. First US store open
Second factory in Somerset opens (The Willows).
Thierry Andretta (CEO) and Johnny Coca (Creative Director) appointed.
JV agreements completed in China, Hong Kong and Japan.